Dutch airline KLM is internationally renowned for its outstanding social media presence, and in particular, its excellent social customer care.

At Festival of Marketing Day Two, KLM's Director of Social Media, Martine van der Lee, explained that the company embodies, and prides itself on, uniquely Dutch values, including a "pioneering spirit", and the warm, personal relationship it has with its customers.

In the early days (KLM celebrated its 99th birthday earlier this month, and is the oldest airline still operating under its original name) the airline pioneered by finding new air travel routes, and being the fastest to fly them. Now, said van der Lee, KLM pioneers through technology.

Therefore, social media is the perfect channel for KLM, allowing it to combine technological innovation with customer care.

In her presentation, van der Lee highlighted some of the ways that KLM has innovated on social media in order to bring the best experience to its customers, and explained how the company uses social media as an "R&D lab" for customer-centric innovation.

She also gave Festival of Marketing attendees a look at what the company is doing with voice and AR - including an exclusive preview of a new augmented reality campaign launching later that day.

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